Apple’s approach to AI may begin to show results in 2026, as per the Information, even as rivals continue to pour massive sums into AI infrastructure and model development. Apple has adopted a more cautious approach, in contrast to companies like OpenAI, Google and Meta that are investing hundreds of billions of dollars in data centres, chips and large language models. This has fuelled criticism that the company is lagging behind in artificial intelligence, especially in light of major Siri upgrades being delayed and the assistants’ ongoing inability to match the capabilities of more advanced conversational assistants.
However, the report also mentioned that Apple has changed its approach of spending on AI. Investors and analysts are reportedly increasingly questioning whether the current scale of AI investments is justified by short-term returns. In that context, Apple’s limited AI-focused capital expenditure has left the company with more than $130 billion in cash and marketable securities, giving it the freedom to pursue acquisitions or partnerships if AI startup valuations fall.
One of the key comeback plans is the much-anticipated Siri redesign. According to reports, it could be introduced in spring 2026. The updated AI assistant is said to be more capable and conversational. Apple has reportedly used Google Gemini models to achieve this. However, the company has not confirmed the details yet.
Instead of racing to build the most advanced proprietary models, Apple appears focused on leveraging its ecosystem. With hundreds of millions of iPhones in active use, the company can roll out AI features through system updates and deep software integration, an advantage that standalone AI apps and new hardware startups struggle to match.
The report also mentioned organisational changes aimed at Apple’s AI execution. Siri has been moved under the leadership of Mike Rockwell, best known for overseeing the Vision Pro headset, following repeated delays to its AI upgrade. Meanwhile, Apple’s AI chief John Giannandrea retired earlier this month, with his teams restructured into more product-centric groups amid concerns about strategic clarity.